BMI Benelux now one marketing organization

BMI Group, formed last year from a merger between market leaders Braas Monier Building Group, and Icopal Group, opts for an integrated market operation for pitched and flat roofs in the Benelux. The revamped marketing department oversees the total market for Belgium and the Netherlands. The restructuring stems from BMI Group's vision to offer innovative total solutions for all roofs related to sustainability, circularity and environmental friendliness.

 Monier's Marketing and Communications Manager, Caroline van IJken, has been appointed Marketing Director BMI Benelux. She leads the marketing team that was recently expanded for the Belgian market with Eva de Smet as Marketing Coordinator Belgium. For the Dutch market, Karin Eksteen, from Monier, has been appointed Marketing Coordinator Netherlands. The team further consists of Marketing Intelligence Coordinator Caroline Wieltink, Marketing Content Coordinator Astrid Bleeker and Art Director Mirjam Kruijer. The marketing organization also includes the Service Team, led by John Meijerink, which supports clients on location on a daily basis.

Product Management

The Product Management Department has been expanded and now consists of three people. Daan de Mooij is Product Manager Roof System Components, Solar, Insulation and Special Products. Jan Mussche, as Product Manager Pitched Roofs, takes care of sloping roofs while Timo Clerkx, as Product Manager Flat Roofing, is responsible for flat roofs. Together they cover BMI's complete product range and each keep in touch with the market on the basis of their own expertise. Besides offering concrete solutions, they are, in close cooperation with each other, especially active in the development of new products. This approach fits within BMI's vision of approaching a roof as a system rather than as a collection of separate components.

From left to right: Jan Mussche, Daan de Mooij and Timo Clerkx.

Major differences and similarities

Although the differences between roofing tiles and bitumen and plastic roofing membranes are significant, the marketing for both product groups has great similarities. Many clients manage multiple types of buildings, and in project development, diversity has become the norm. "A party that oversees the entire market and can think about total solutions for each type of roof has more to offer," explains Marketing Director Caroline van IJken. "We notice this in the questions we get from the market. After all, according to our vision, a roof is a carefully matched system of components with corresponding system performance. We offer complete roof system solutions and thus live up to our added value for the client. As the European market leader, we are also able to respond quickly to developments with innovative solutions."

About BMI Group

BMI Group was created in mid-2017 by the merger of Braas Monier (roof tiles) and Icopal (bitumen and plastic roofing membranes). This merger created the largest manufacturer of roofing systems for flat and pitched roofs in Europe. With tremendous dedication and expertise from the entire team, BMI always aims to perform and inspire at the very highest level. Whether sloping or flat roof, each roof is seen as a roofing system for which only the best is good enough. BMI combines not only its products, but also its strengths in innovation and sustainability. Its product range includes bitumen and plastic roofing, ceramic and concrete tiles, steel roofing elements and technical advice. BMI Group is headquartered in London and has approximately 9,600 employees in more than 40 countries worldwide.